Accountability Demanded by Brands Advertisers are increasingly requesting more than mere visibility—they seek metrics, clarity, and guarantees for brand safety. Should OpenAI address these areas effectively, it could establish a profitable niche. However, given that its present AI models still display inaccuracies and biases, establishing trust may be challenging. “If OpenAI aims to capture a […]
Accountability Demanded by Brands
Advertisers are increasingly requesting more than mere visibility—they seek metrics, clarity, and guarantees for brand safety. Should OpenAI address these areas effectively, it could establish a profitable niche. However, given that its present AI models still display inaccuracies and biases, establishing trust may be challenging.
“If OpenAI aims to capture a significant portion of those budgets from established players, they will need to invest in sophisticated measurement capabilities,” indicated Wpromote’s vp of strategic innovation Christine Schrader.
Google and Meta have long commanded the digital ad space, thanks to their effective measurement tools. While platforms like TikTok have gained popularity, growth has been slower due to shortcomings in measurement accountability, particularly at launch, commented Schrader.
Moreover, “overseeing paid and organic initiatives holistically is vital, and access to such data would be invaluable,” mentioned Jason Hartley, head of media innovation and trust at PMG, which is currently trialing adverts on Perplexity.
Essential Principles
In light of the risks associated with inaccuracies in existing AI models, a strong governance structure is essential, according to Diana Caverly, global chief strategy officer at marketing firm MRM.
“The model must emphasize responsible AI strategies, ensuring brand safety and societal benefit,” stated Caverly. “Transparency, accountability, and adherence to ethical standards will be fundamental principles.”
Ultimately, brands require assurance that they will not be associated with problematic content.
“Understanding which types of queries and responses we align with and having the capability to proactively exclude our brands based on vertical or brand sensitivities [is imperative],” emphasized Brian Binder, senior innovation & growth director at Tinuiti.
A Place at the Table
OpenAI has formed partnerships mainly with prominent media organizations such as News Corp, Axel Springer, and Condé Nast.
Blavity, which recently teamed up with Perplexity, noted that when the publisher approached OpenAI regarding a potential partnership, the AI firm stated it was not looking to establish a revenue-sharing arrangement with publishers at this moment, according to its co-founder and COO Jeff Nelson.
